Biolnetlli
Life Science Business Intelligence, Evolved

Life sciences marketing is inherently complex. Most companies in this space are still looking for more efficient ways to better understand the deeper intricacies of their clients' field of study. Only then can they properly apply the perfect marketing and sales solutions that meet their customers’ needs.

To address this challenge, biochemistry major and researcher David Hines traded in his lab coat for a suit and entered the world of tactical marketing and applications development.

Hines was part of the technical sales and market development team for eMERCK, and Sartorius, where he trained sales reps, uncovered applications in the field, collected marketing information, and found ways to develop them so they could be sold more effectively. In this role, Hines walked the halls with sales reps and attended thousands of bioscience marketing meetings and conferences across the world. It was here that Hines saw how marketing professionals from big life science companies reviewed conference posters, grants and journals published by scientists to analyze techniques and modalities and make sense of all that information to better position their products. If they could glean anything from the patterns, and if they were lucky, they could end up with the next blockbuster product.

Years later, as Sartorius's director of business development, he discovered that little had changed, and the approach was as scattered as ever. Hines knew that there had to be a better way. He decided to put the power of bots and big data analytics to good use and make sense out of chaos through BioIntelli, a marketing firm that provides essential data for the life science industry to streamline their marketing and sales efforts.

With BioIntelli, Hines prioritized product knowledge and targeted customer data as vital assets in sales and marketing. “In the hyperspecialized world of life sciences marketing, it’s all about matching scientific products to the scientific researchers’ interest on a highly technical and specific level. If you go up to them saying, “Hey, do you study biology?” You’re likely to get a beaker thrown at your head!” says David Hines, founder and director of sales and marketing at BioIntelli.

The company empowers clients’ go-to-market strategies with the information they need, to market and sell highly technical products to the key stakeholders, in addition to account mapping, competitor analysis and pre-conference engagement.

POSITIONING CONTENT FOR BETTER RESULTS

To life science companies, trying to process the vast influx of information from a wide range of sources is like trying to drink from a firehose. BioIntelli slows down that flow, segments, curates and hyper specializes it for their clients, who can then position that information in their marketing and sales efforts.

By monitoring over 2,000 global funding agencies, like NIH, DFG, KAKEN, CIHR and others every week, BioIntelli can monitor, via access and license data, millions of scientific publications for their clients’ key scientific modalities.

The information is subsequently transferred to the client weekly in multiple formats such as the FTP Salesforce format. The information is market segmented by the thousands of scientific acronyms, phrases and modalities germane to their clients' product portfolio. As a result, BioIntelli can produce communication that resonates science, insight and personalized, hyper-technical messages, catering directly to the scientist’s interest. BioIntelli's database can be also used with historical information to create curated data for more targeted engagement. The data can be used later to compare products against specific scientific applications that match them, strengthening their marketing and sales efforts/prospects.

BioIntelli bolsters its market data by scanning thousands of publications, grants, VCs, conferences and the entire web for information related to their clients’ interests. This helps the clients reach out to potential customers, using highly targeted, curated and personalized messages.

BioIntelli has collected data on line item purchases for the last 15 years, which is updated every quarter to conduct competitor intelligence. This enables clients to analyze what the competitors are selling, and quantify their sales figures, top customers, and top products. The data can be downloaded by the clients via Excel and accessed via Tableau for analysis.

The BioIntelli concept is to provide highly technical, targeted and curated data that resonates with the clients and/ or customers, supplanted by talking one-on-one with their customers. It is this correlation of customer information and product relevance that forms the bedrock of BioIntelli’s targeted marketing approach.

The company also provides analysis by looking at PubMED, funding and other global data in Tableau or MS BI, to help clients understand how and where they should devote resources for product development, sales and marketing.

“Understanding the language of millions of scientists globally is key to a successful marketing, sales, and product management,” adds Hines.

The technology has been tried and tested, and its proven success in the field has prompted many a life science company to place their trust in BioIntelli’s hands.

SCRIPTING EXCELLENCE IN EVERY VENTURE

BioIntelli recently worked with Synthego, a genome engineering company that provides full-stack solutions, to support scientific research and development in genome editing. The client leverages machine learning and automation to power platform technologies that integration science and software with research and clinical trials.

As demand increased for research and development in gene therapies in 2018, the sales and marketing team of Synthego faced a new challenge—how to reach the targets at research and bioscience labs in a way that would make them stand out from the competition and cultivate true leads.

Henry Hunter, ADR Manager for Synthego, led the sales team in exploring targeted sales and marketing solutions. Lead generation was a pivotal part of every ADR’s daily routine, and BioIntelli gave them real-time access to the latest life sciences data and trends. Having used their solutions at a previous job, he was eager to bring BioIntelli on board again for his ADR group, which proved to be a match for the needs at Synthego.

“When it was time for me to start up the ADR group at Synthego, one of the first things I mentioned was the positive experience I had with BioIntelli,” said Hunter. “We’ve been using it ever since and it has helped us stay consistent with new funding and lead identifiers.”

Adding BioIntelli helped them take an targeted approach to lead generation and create a new direction for his team, elevating leads beyond those that could be found on time-consuming and manual platforms like LinkedIn Sales Navigator. BioIntelli curates data from thousands of sources such as latest grant and funding awards, in addition to thousands of biotech and pharma accounts, publications and conferences. Information is curated and augmented with complete details, not the general administration information left on the public databases.

Synthego’s strategic prospecting content clearly resonates with scientists, and lead generation took on a new level of success. “We were able to target leads based on current funding, giving us an advantage when it came to proposing our highly technical products,” said Hunter.

When it came to lead generation, the ability to do a quick pull down of data in BioIntelli saved Synthego a substantial amount of time. Field reps using BioIntelli were able to map out and identify labs that were using Synthego or a competitor, helping with upselling and cross-selling. BioIntelli has also upgraded the platform over the years, adding to the capabilities that Hunter and his team have found helpful.

AGGRESSIVELY INNOVATING, SINCE 2008

As one of the earliest proponents of big data in the life science marketing and sales space, BioIntelli has garnered immense success with their work, etching a proven track record of reliability, accuracy, and integrity. “Playing with integrity has become more difficult these last 5 years, as there is a fine line between trade craft regarding copyright and what can be looked at and filtered versus storing copyright data,” says Hines.

The company was also founded by scientists for scientists. With an industry experience spanning well over 20 years, the company speaks the scientists' language, enabling them to sustain a higher, more technical level of communication with their clients, as opposed to their competitors, who are marketing people. “We recently released, Biointelli 2.0 and have evolved into PostgreSQL, Python and new top of the line servers,” adds Hines. The BioIntelli platform is always at the bleeding edge of where science needs it to be.

Their solution now offers more than one way to find the right projects and people to meet specific sales and marketing goals. BioIntelli offers data curation, custom FTP uploads, and individualized weekly email alerts. Everything is based on specific master keywords and marketing objectives. Users can export thousands of records per query and build lists or augment their own databases with true targets for all their marketing and sales projects. Hines believes the value lies in saving time that would be otherwise spent in sorting through endless resources to find a handful of people worth calling. With BioIntelli, he wants to make marketing and life sciences as efficient as possible to accelerate their contribution to science. When he’s not heading up his company, providing direction for development and marketing initiatives or helping to onboard new customers, Hines can be found between his house on the north shore of Boston, the company in Cambridge or DelRay Beach, captaining his boat, the Nautius. Hines is a licensed US Coast Guard Captain and spends his winters in DelRay Beach, Florida. As leader and captain, Hines holds both titles under his belt, and leads BioIntelli in a way that helps users surpass their data limits and grasp the markets of their choice— whenever, wherever.